Meet Customers Early To Create Customized Mini-Menus

A dealership finance and insurance manager should meet customers, not in his or her office, but at the showroom salesperson's desk, says Matt Hash, manager-income development training for GMAC.

Such an upfront approach allows the manager to get customer information that will help in subsequent business conducted in the F&I office.

“Good eye contact and a handshake and then on to business,” Hash says. That includes reviewing paperwork for accuracy, resolving any problems with figures and assessing financial needs.

It is a time to build rapport as well as to ask questions to help understand the customer's driving needs and habits. Doing that lets F&I managers return to their offices to put together customized mini-menus featuring services and products that are relevant to those specific customers.

By doing that, “you are presenting options, rather than just selling products,” Hash says. It increases the chances of customers buying something.

On the subject of that likelihood, Hash offers this advice: “Some will buy. Some won't. So what? Go on to the next one. Don't take it personally.”